Mondelēz World Travel Retail (WTR), in partnership with Valiram, has opened a “House of Brands” shop-in-shop in Candy Party located in Kuala Lumpur International Airport’s Terminal 1. Prominently situated at the front of the confectionery area, the space unites Mondelēz’s most iconic brands in one experiential retail destination designed to capture attention and inspire discovery.
Kuala Lumpur is one of Southeast Asia’s busiest travel hubs, making it a natural location for a concept that invites travellers to explore and engage with the confectionery category. With 53% of purchases influenced by the in-store experience and navigation, the space reflects the growing role of experiential retail in shaping traveller decisions.
At the heart of the shop-in-shop is a unified “House of Brands” identity, where clear brand zones allow each of Mondelēz’s global icons to tell its own story of the Candy Party concept. A digital circular overhead halo structure creates strong 360° visibility across the terminal, drawing travellers into the space.
The shop-in-shop also features a digital sleeve personalization printer that allows travellers to create a customized Toblerone bar. Whether marking a special trip or purchasing a gift for a loved one, the feature elevates gifting occasions and adds a personal touch to one of travel retail’s most popular gifting products.
Beyond these interactive elements, each zone celebrates the origins and character of the brands. A Toblerone pop-up invites travelers to explore the Swiss roots and iconic mountain landscape behind one of the world’s most gifted chocolates. Cadbury’s Union Jack pillar wall bay delivers an instant connection to the brand’s British heritage, evoking the familiar taste that generations of travelers recognize and love. Milka’s signature lilac world, complete with its iconic Alpine cow and family-friendly cues, brings the warmth and creaminess of Alpine milk chocolate to life. Oreo’s playful gondola highlights the cross-generational joy of the world’s favorite cookie, while a dedicated Daim presence celebrates the bold Scandinavian crunch that defines the brand.
Carlos Granados Moyano, Global Sales Director, Mondelēz World Travel Retail, said: “Travel retail offers a unique environment where consumers are open to discovery but often pass quickly through the travel retail stores. With the House of Brands concept, we’re addressing the different shopping needs of various passenger demographics by bringing the broad appeal of the Mondelēz portfolio together in one high-impact brand experience that aims to increase dwell time. The space allows each brand to tell its own story while making it easier for travellers to explore the category and interact with our brands. In a busy travel hub like Kuala Lumpur, the balance between visibility, storytelling, and shopper navigation is critical to driving engagement and conversion.”
Atish Rakhe, Senior Manager, Sales & Operations KLIA, Valiram commented: “The introduction of Mondelēz World Travel Retail’s “House of Brands” within Candy Party at Kuala Lumpur International Airport Terminal 1 marks a strong step forward in evolving confectionery retail in travel environments.
Candy Party, as a Valiram concept, is built to deliver high-impact, experience-driven retail, and this collaboration allows us to bring Mondelēz’s globally recognized brands into a more engaging and discovery-led format. Together, we are enhancing how travellers interact with confectionery moving beyond traditional retail to create a more compelling and commercially effective in-store experience.”
The opening positions Mondelēz WTR as a category leader in confectionery in travel retail, while helping to increase category penetration and contributing to overall confectionery growth. By blending visually engaging architecture, authentic brand storytelling, and digital interaction, the shop-in-shop turns the confectionery area into an appealing destination where travellers can interact with Mondelēz’s brands.
